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Index
Foreword Part I: Forgetting the Funnel 1. Why You Should Read This Book 2. Building Your Customer-Led Team Part II: Getting Inside Your Customers’ Heads 3. Learning from Customers 4. Learning from Future Customers 5. Identifying Your Customers’ Jobs-to-be-Done Part III: Mapping Your Customers’ Experience 6. Deconstructing the Customer Experience 7. Identifying Customer-Led KPIs Part IV: Operationalizing Your Customer Insights 8. Bridging Customers’ Success Gaps 9. Integrating and Iterating Customer-Led Practices 10. What Got You Here Won’t Get You There Acknowledgments About the Authors
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